2024 Safety on
Here at TikTok, the and security of our is our Roman Empire.
the safety our community Empire.
With millions of people from all over Europe coming to the platform every month to be entertained and inspired, it's our responsibility to create a welcoming, inclusive and authentic environment where users, creators and brands can feel free to express themselves, discover and connect.
Our relentless approach to safety spans policies, products, practices and partners, and we're delighted to be able to share an overview of this approach in action. From protecting election integrity and building the future of brand suitability to supporting families, younger users and creators, read on to find out what we've done this year to keep TikTok a safe and secure home for our global community.
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We’re people
people
We’re building a global community where people can be creative, discover the world around them, and have fun doing so.
We focus on empowering people with information about our policies and tools so they can safely express themselves and connect with others. Our Community Guidelines define a common code of conduct to help keep TikTok a welcoming space for everyone.
FOUR WAYS WE’RE
Supporting our community
Launching updates to our Community Guidelines that further clarify our rules, along with new features that help creators learn our policies and check their account status.
Updating our For You eligibility standards to help create a safer For You feed experience that’s suitable for a broad audience on TikTok.
Launching ‘Account Check’ for creators to make it easier for them to check their account status on TikTok and better understand how their content and behaviour may have affected their standing on our platform and how they can appeal decisions if they believe we’ve got it wrong.
Publishing the TikTok Creator Code of Conduct a set of standards that we expect creators involved in TikTok programs, features, events and campaigns to follow on and off-platform, in addition to our Community Guidelines and Terms of Service.
Security starts with us
We’re investing more than €12bn in Europe over the next ten years to deliver Project Clover.
Project Clover is our industry-leading security programme that builds to provide unparalleled robust protection for our European user data.
FOUR WAYS WE’RE
Strengthening data security with Project Clover
Implementing independent thirdparty oversight
NCC Group, an independent thirdparty European security company, will audit our data controls and protections, monitor data flows, provide independent verification and report any incidents.
Building advanced privacy-enhancing technologies that de-identify certain data that may need to flow globally.
Opening additional European data enclaves in Ireland and Norway these data centres will become the default storage location for our European user data, representing a total annual investment of €1.2bn.
Launching additional security barriers for our user data that ensure only approved employees can access certain data points.
Ask us anything
Creative and joyful experiences on TikTok start with feeling safe.
That’s why we have thousands of trust and safety professionals around the world that are dedicated to keeping our platform safe, and we’re investing more than $2bn globally in trust and safety this year.
Over the past several years, we have regularly expanded upon our transparency and accountability efforts, and the steps outlined here show our ongoing commitment to being transparent about how we keep TikTok an entertaining and joyful place for our 142m-strong European community.
FOUR WAYS WE’RE Promoting transparency
Publishing our third Digital Services Act transparency report which outlines how we moderate content across the EU27 member states.
Strengthening our approach to countering influence attempts by expanding our policies for state-affiliated media and introducing a new transparency report focused on our work to eliminate covert influence operations. In the first four months of 2024, we disrupted 15 influence operations and removed 3,001 associated accounts.
Pursuing and removing accounts that break our deceptive behaviour rules to help ensure the content people see and the accounts they follow on TikTok are genuine.
Further strengthening our approach to AI-generated content (AIGC)
$2bn
by becoming the first video sharing platform to begin implementing Content Credentials technology, which enables us to automatically label AIGC that originated on other major platforms. invested globally in trust and safety in 2024
Families that together...
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We take special care when approaching the experiences that younger users have on the platform.
Our app can be used by those 13 and older, and for teens ages 13-17, our robust suite of industry-leading youth safety settings, tools, and digital literacy resources helps to ensure that the TikTok experience is fun, entertaining and age-appropriate.
that together...
TWO WAYS WE’RE supporting teen wellbeing and empowering families
Continuing to work with TikTok’s Youth Council with a focus on teen wellbeing and inclusion to help ensure TikTok continues to be a safe and accessible space for young people to show up as who they are.
Launching a dedicated feed for STEM content to empower continued discovery on TikTok and connect a dynamic community of people over shared interests.
It’s a matter of facts
With more than 2 billion people in over 50 countries having headed to the polls this year, we’re deeply invested in protecting the integrity of elections on TikTok.
For the recent European Parliament elections, we removed over 2,600 pieces of content for violating our civic and election integrity policies, and over 43,000 pieces of content for violating our misinformation policies in the four weeks leading up to and during the election.
THREE WAYS WE’RE
protecting the integrity of elections:
Launching dedicated in-app Election Centres for every EU Member State. These were visited more than 7.5 million times in the four weeks leading up to and during the European Parliament elections.
Providing access to localised educational videos from partners and creators about how to be vigilant against misinformation.
Investing in our global fact-checking programme which is supported by 19 fact-checking organisations accredited by the International Fact-Checking Network and covers more than 50 languages.
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A home from home
Our highest priority at TikTok is creating a safe, positive environment for people to express themselves authentically. Doing so, in turn, establishes a positive environment for brands.
The TikTok advertising experience is built with brand safety in mind, and we’re committed to creating the most trusted entertainment platform where brands can safely engage and interact with their communities.
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FOUR WAYS WE’RE building for the future of brand suitability
Expanding our proprietary TikTok Inventory Filter solution giving advertisers control over the type of usergenerated content that runs adjacent to their ads.
Empowering advertiser choice with new innovations in brand suitability using TikTok’s new Category Exclusion and Vertical Sensitivity controls, advertisers now have more customisable ways to define where their ads appear on the For You feed.
Expanding thirdparty misinformation measurement this means advertisers are now able to access postcampaign misinformation reporting for the content that runs alongside their ads in the For You feed.
Working with trusted technology partners to measure the effectiveness of our pre-campaign solutions against established standards.
Forging onwards
We’ve made significant strides in our mission to build the most trusted entertainment platform in the world.
It’s so heartening to see the positive impact TikTok is having on creativity and self-expression across the globe. We’re driven by our passion to help everyone have a good and enriching experience on TikTok, and we look forward to sharing more about our work to create a safe, inclusive and authentic home for our global community.
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